61 episodes

Partner enablement is one of the most challenging aspects of program growth for teams. In this podcast, we will uncover what successful enablement strategies look like in practice by speaking with partnership experts and those eager to work with partner teams asking them to provide their specific strategies down to the timing, copy, budgets, mediums and data.

Get involved —
We work with top partner teams and the software they need to enable their partners.

Get involved: https://makethemfamous.fm/contact-us

Our sponsors:

Sendoso.com
Partnerstack.com
Sharework.co

"Make Them Famous!" - For better partnerships‪.‬ Alex Glenn

    • Technology
    • 5.0 • 7 Ratings

Partner enablement is one of the most challenging aspects of program growth for teams. In this podcast, we will uncover what successful enablement strategies look like in practice by speaking with partnership experts and those eager to work with partner teams asking them to provide their specific strategies down to the timing, copy, budgets, mediums and data.

Get involved —
We work with top partner teams and the software they need to enable their partners.

Get involved: https://makethemfamous.fm/contact-us

Our sponsors:

Sendoso.com
Partnerstack.com
Sharework.co

    How a mature partner marketing team handles new product GTM, w/ Yotpo

    How a mature partner marketing team handles new product GTM, w/ Yotpo

    How a mature partner marketing team handles new product Go-To-Market

    John-David Klausner, VP of Partnerships going by JD, and Moran Khoubian, Director of Global Partner Marketing going by “Mo”, both working at Yotpo - the platform best know originally for their reviews product, then as the loyalty programs category leader for D2C eCommerce brands.
    Like many other platforms, Yotpo has built and acquired an array of products to benefit users and partners. It’s very much an “ecosystem hub” for tech and agency partners which means it alone can support a partners entire service revenue.

    Today, Yotpo’s partnerships team has 5 members working on partner marketing specifically.

    Mo and JD have been working effectively together for 6 years now, so they are ideal to speak to effective longevity of partner marketing.

    Today we want to uncover how partner marketing impacts global channel success for their 1000+ active agency partners, and 250+ technology partners they engage with.


    What their program is today
    Who operates what on the team
    Orchestrating marketing with partners
    GTM function for their new products
    Specifically, after their acquisition of SMS Bump
    Cross-functional strategy of their GTM
    How they work with those agency partners who are close to a now competing product (i.e. SMS)
    How education plays a factor in that GTM success
    How their 6-year team allows Yotpo to remain a category leader even when they go into 2 new highly competitive categories like loyalty and SMS
    We end with actionable advice for teams wanting to build a partner marketing role / team

    As always, some of the best advice and strategy is right around the 40min mark.

    Resources:

    Partnerhub - Find and manage agency-to-tech partnerships.

    Partnerstack - Partner tracking and payouts.

    Reveal - A free account mapping solution.

    • 51 min
    Part 1: Advanced Partner Marketing w/ the team at Alyce

    Part 1: Advanced Partner Marketing w/ the team at Alyce

    Marketing-Partnerships Alignment can be a challenge for tech companies for a multitude of reasons, which we get into on this episode. Further, maintaining a community within product advocacy is becoming more and more crucial to category leadership. To address the why and how of marketing-partnerships alignment as well as community competency, I’ve asked Nick Bennet, Director of Evangelism & Customer Marketing @ Alyce, and Rob Sale Director Of Partnerships @ Alyce, to help us understand:


    Marketing / Partnerships alignment.
    How Rob and Nick run their overlapping projects.
    Nick’s community and where/how he allows Alyce and Rob access in any way (email, social…).
    Community-Led Partnerships.
    Building a community under your partner program.
    Converting community members to active partners.
    Tracking / reporting on community KPIs.
    How those KPIs relate to partnerships.

    This is part 1 because Nick and Rob are just getting started on some major initiatives that we want to check back on in a few months.

    Sponsors:

    Sendoso - The leading sending platform.

    Partnerstack - Partner tracking and payouts.

    Reveal - A free account mapping solution.

    • 46 min
    What effective partner marketing looks like

    What effective partner marketing looks like

    Daniel Nissan is the President and CEO of StructuredWeb - a platform used by major brands to run through-channel marketing automation (basically, operationalizing partner marketing). He’s built product around this dilemma for years, and does partner marketing internally, so he is the expert for today so we can all learn:


    The definition and practice of partner marketing vs direct marketing.
    State of partner marketing and enablement.
    Complexity and challenges - attribution, assets, syndication, operations, etc…
    What types of content and marketing collateral are great for partner marketing.
    Partnerships-marketing alignment
    The we talk about the Risks - compliance in GDPR / CCPA, channel conflict, legal statements in content, localization, trust and brand reputation…
    We go deeper into strategies teams use to avoid Channel Conflict.
    What causes friction between co-marketing partners and how can teams prevent that.
    Finally, we list off the strategies + recommendations for next steps…

    Sponsors:

    Sendoso - The leading sending platform.

    Partnerstack - Partner tracking and payouts.

    Reveal - A free account mapping solution.

    • 56 min
    Starting New with partnerships: Tips & Tricks for Partner Managers

    Starting New with partnerships: Tips & Tricks for Partner Managers

    Mia Bobak is on the rocket ship that is Gorgias's tech alliances team. In this episode, Mia is months into her new role, which means we get to hear how to get started on a new partner team in a new partner ecosystem, and what it takes to start seeing success with your partners right away!

    Vital for anyone new to a partner team in tech. 

    Takeaways:


    How to save time creating your strategy, 
    Ensuring success with your partner collaborations, 
    Community strategy to learn fast and speed up your endeavors, 
    Working with your partner managers/teammates and find what works for them, 
    And even early-stage attribution.

    This is a great episode for both CEO's and Partner Manager's - as well as anyone wanting to break into partnerships.

    Sponsors:

    Sendoso - The leading sending platform.

    Partnerstack - Partner tracking and payouts.

    Reveal - A free account mapping solution.

    • 32 min
    The Nuances of Partnering with SEO's and SEO Platforms w/ Semrush

    The Nuances of Partnering with SEO's and SEO Platforms w/ Semrush

    Every type of digital agency has unique relationships with their software stack. Implementation partners for major platforms like HubSpot and Salesforce sit between the product and the internal team who ends up using it. And when you look into agencies whose revenue exists on top of technology the client may never know about, let alone log into, their partnership with those platforms is highly nuanced. This causes some frustrations for the partner teams at said software who struggle making their programs work around the platform that is only managed by the agency partner.

    One such platform is Semrush - the suite of SEO tools used by agencies like our guest today to power enterprise-grade services with 6-figure monthly retainers. So, how does the partnership work between these two entities?

    To find out, I asked Brian Moseley, former HubSpot, former Databox, now Director of Channel Sales at Semrush to bring one of his favorite digital agency partners (Marty Martin, Founder, CEO at LOCOMOTIVE Agency) onto the podcast to help us understand:


    What makes a world class partnerships org like HubSpot, Databox and Semrush.
    How to launch partner programs around sub-products like SplitSignal by Semrush.
    What drew Marty into the “partnership” originally - what Brian / Semrush did well.
    How Marty makes the case to devote time/resources to a new partnership.
    How much value Marty places on the partnership bringing thought leadership.
    Brian’s criteria for qualifying an agency to take down the partnerships track.
    A great qualifying question Brian asks potential partners to make this decision.
    Marty’s take on successful partnerships activities.
    How much of a factor communication is in the success of a new partnership.
    Why it’s always best to start with a small set of core partners.
    Why SEO agencies are very skeptical of “Partnerships” in general.
    Final recap of what partner teams and other SEO’s can learn from this agency and their partnership with Semrush.

    This is another great episode I think your team will benefit from no matter your relationship with partnerships.



    Resources:

    https://www.partnerhub.app/

    SplitSignal Enterprise SEO Split-Testing: https://www.semrush.com/splitsignal/

    Surround Sound for Search Reputation Management: https://www.semrush.com/srm/



    Sponsors:

    Sendoso - The leading sending platform.

    Partnerstack - Partner tracking and payouts.

    Reveal - A free account mapping solution.

    • 48 min
    Including partners in GTM campaigns w/ Justin Graci from HubSpot

    Including partners in GTM campaigns w/ Justin Graci from HubSpot

    Today I’m joined by Justin Graci, whose title is: Principal Marketing Manager - Product GTM & Enablement at HubSpot.

    His job at HubSpot is building the strategies on how they go to market with, and through partners on new and existing products. This includes everything from launch plans, to activation, enablement, development of our partners across sales enablement, service enablement and marketing.


    How a platform with multiple products, with partners underneath each, avoid over-complicating their program
    What is the GTM strategy for big product releases like Operations Hub
    How to determine what partners to include in GTM campaigns
    How did they incentivize partners to get behind this campaign
    What types of products are partners-first products
    The impact of the partner network
    Bringing in current partners in net-new partner acquisition / enablement campaigns
    Further, how HubSpot instituted Partner-to-Partner learning
    The a strategy similar to Multi-level-marketing (pyramid schemes) and how that can be beneficial to increasing activity in your program.
    Then we end on what’s coming around how Justin / HubSpot want to add incentives for partners to learn / add new services (going horizontally across the product line).

    Hang on to this one until the very last minute - you’ll thank me.

    Resources:

    https://www.partnerhub.app/

    https://www.hubspotmatch.com/

    https://ecosystem.hubspot.com/marketplace/

    Sponsors:

    Sendoso - The leading sending platform.

    Partnerstack - Partner tracking and payouts.

    Reveal - A free account mapping solution.

    • 55 min

Customer Reviews

5.0 out of 5
7 Ratings

7 Ratings

MainoMaine ,

What a gem

Working in the partner channel it is always difficult to find content that speaks to us. So to stumble across such a find took me back to college when I needed just the right book for a research paper due at the end of the week and happened to fall into the right row in the stacks. I am only beginning my dive into this content but from my first two listens - I am gonna need a bigger notepad 🤓.

JEJ03 ,

Awesome!

“Informative, very clear and educational. Great info on growing your partner programs, building content and getting the sales results needed to magnify your brand.”

Lis805 ,

Great insight

Great insight into the future of channel programs!

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